Workroom rebrands Reckitt Benckiser

The Workroom has rebranded household, health and personal care group Reckitt Benckiser, so that the company can now be referred to as RB.

The consultancy was appointed following a threeway competitive review in spring last year, having been on RB’s roster for eight years.

RB owns brands including Vanish, Flash, Cillit Bang and Nurofen, and a spokeswoman for the consultancy says the rebrand was undertaken because ‘while RB’s brands are very well known, the overall branding is less well known’.

The identity, according to the spokeswoman, takes its inspiration from highperformance kites, because ‘their high-speed agility is characteristic of RB’s corporate performance’.

A kitemark graphic device sits above the typographic logo and contains the letters ‘RB’. This will be used as a standalone branding tool once the brand has been established.

The new identity will feature on the next annual report, which will be published on 30 March.